The campaign was launched through Social Networks with 3 low-cost tutorial videos, which showed three Chilean women doing “fictional tutorials” on how to fake an accident so that they can have an abortion done legally.

Execution: The campaign was launched through Social Media with 3 low-cost tutorial videos, which showed three Chilean women doing “fictional tutorials” on how to fake an accident so that they can have an abortion done legally.

Result: The campaign generated public debate, calling the attention of several mass media platforms, politicians, the church, physicians and the rest of the world.

A press dossier which explained the distinct differences between an illegal and a therapeutic abortion was given to the congressmen as they discussed the law with the Abortion Tutorials, as well as the several media platforms covering the event.

The Abortion Tutorials campaign was launched on April 7th 2015, the same day the government bill was being discussed in government, rapidly becoming a Trending Topic under #LeyAbortoTerapeutico.

The campaign has encouraged conversation both in Chile and the rest of the world with over 8.7 millions of estimated impressions to date.

The Abortion Tutorials have now over 1.2 million visits after 2 weeks and have been publicised by several International platforms.

The campaign re-opened the pro-abortion debate, politicians and the church were forced to face the topic and the conversation generated an estimate of USD$1 million in Earned Media.